The first agreement, concluded with the Bundesverband für Wirtschaftsförderung und Außenwirtschaft (BWA), establishes a framework for enhanced cooperation in tourism investment promotion, skills development, and sustainable tourism initiatives between Uganda and Germany. Under this partnership, the Embassy and UTB will facilitate business delegations, investor engagement, and collaboration between German and Ugandan private sector stakeholders, positioning Uganda as an attractive destination for tourism investment and business partnerships.

The second agreement, signed between UTB and Equera, focuses on positioning Uganda as a leading global destination for community-based tourism. By leveraging Equera’s digital distribution platform, community tourism experiences in Uganda will become more accessible to international markets, enabling community-based tourism organizations to connect with global travel buyers, online travel agencies, and tour operators.

Together, these partnerships reinforce the Embassy’s economic diplomacy agenda and UTB’s destination marketing strategy by increasing Uganda’s visibility in Germany, attracting investment, strengthening tourism value chains, and creating sustainable livelihood opportunities for local communities. The agreements are expected to enhance Uganda’s competitiveness in the European tourism market while deepening bilateral cooperation between Uganda and Germany in tourism, education, and sustainable development.

In conclusion, the signing of these agreements reflects a coordinated effort to advance Uganda’s international tourism profile and foster mutually beneficial partnerships. It underscores the role of institutional cooperation in promoting sustainable growth and strengthening bilateral relations through cultural diplomacy.

• https://berlin.mofa.go.ug/article/uganda-expands-global-tourism-partnerships-new-agreements-signed-itb-berlin-2026